Digital marketing strategy is presently the only way for the business to grow and stay ahead with the constant online customers and competitors. Thus, this channel strategy mainly built on the objectives for the future online and offline contributions of the channel, having knowledge about the customer channel behavior and the activities involved in the market place, explain the customers and communicating with them the differences of the channel to motivate them to use it. Lastly, it controls the channel integration (Chaffey and Bosomworth 2012).
Kogan.com is the largest online departmental store in Australia. This website has an excellent quality and range of products all are sorted and very easy to find in a time consumer manner. The delivery is usually very quick and in many products, the delivery is free of cost, which means no delivery charges are applicable for the products. The next essential part is the packaging when the parcel arrives which is well packet. The website is very easy to handle and thus, things are so organized on the home page that anyone can easily find out what they want. The website is very quick with its refunds when the products are returned. They also promote a superior after sales support to the customers. Thus, they have a very fast online as well as offline services. Their products have always been of good standard for which customers are always highly satisfied whenever they are shopping online from this website. Kogan.com has excellent products at competitive pricing. However, it also has certain limitations. Firstly, products that are in huge demand and customers are in need many a times that particular product is out of stock. Then in the semi-remote areas in Australia, the issue occurs with smart TV. Another major drawback is suppose customers are having certain vouchers then at the time of purchasing the vouchers are not reminded to the customers, instead its remains in the system. Moreover, the instructions for the products need to be little elaborated (Vinning 2014)
Identifying customers and dividing into key market segments
To identify the ideal customers is important for any business and however, to develop the plan of an ideal customer and to target them is the how the business is enhanced. Thus, if any three important market segments are to be considered for kogan.com then the consumers are divided into behavioral, geographic and demographic. According to the geographical segmentation, the customers that are targeted are of a particular area or the target is broadening with audiences with various preferences based on the customer’s location. Thus based on the geographic segmentation the customers are identified as those who uses the seasonal products such as coats and sweaters or beachwear, which are geared up keeping location in mind. Then local discounts or departmental stores wholesalers sells products that are appealing to various geographic locations, certain food have their particular geographic area like certain food are preferred more in few areas for instance U.S grits. Then, the behavioral segmentation, which is based on how the targeted customers acts or behaves towards a product. This is further classified by the customer’s loyalty, rate of usage and how frequently the customers are buying a product. Lastly, the demographic segmentation divides the customers under age, gender, income, occupation, religion, family size, race and nationality (Wedel and Kamakura 2012).
Market segments are the oldest tricks of marketing that are followed by the businesses. As the population is, growing and the preference for the customers are also becoming wider, the competitions among the brands are also developing and thus product are launched keeping in mind the customers’ needs. However, the needs of the customers can be further classified and identified keeping in mind their needs, wants and demands. Thus, kogan.com mainly attracts those customers who can behaviorally, geographically and demographically segmented. However, this can be assumed from the customer’s reviews and reputation that kogan holds. Kogan has fastest delivery, which means it keeps in mind the area of delivery. Demographic segmentation is based because kogan keeps in mind that younger population is more prone to gadgets and prefers shopping online. However, they have offers for those customers who are loyal to their products which states that they focus on behavioral segmentation (Wilkinson 2013).
Identifying and analyzing social media platforms for market segments and their access to digital communication
Each organization has its targeted audience but segmentation may not be planned for each social media successfully. Thus the important thing is that the retailers need to make better alignment with the brand and social conversations that need to be thought-out and there must be some meaningful connections with those customers who are actually loyal to the brand. If the customers who are demographically segmented are to be considered then Facebook is the market leader among other social networking sites and with an average of 1.15 billion users are found to use it daily. Gender wise females are more prone to using Instagram in comparison to men, whereas, men are found to be more active in Linkedin than women do. The age group of 18-29years is found to be more engaged in using the social media. However, if the customers who are behaviorally segmented are to be considered it is seen that 1.15 billion users in a month prefers facebook, followed by Google, Twitter, Instagram, Pinterest and Reddit. Thus, social media users are always in a need to have an active participation sites in order to use the media. The largest of any social media is Facebook and so it is used by maximum of the customers (Ryan 2016).
However, loyal customers feel more connected to their favorite brand when they are following them on Twitter. According to the search engine journal, it is said that marketers prefer twitter, facebook and Google+. Lastly, those customers who are geographically segmented are found to be using the social media more as they are based on the region, sixe or city or town, the density of population and their climate. Here the customers are found to be using more the Facebook, Twitter and Snapchat. Thus, organizations have observed from few years now that they are growing enormously with customers who are active in digitital communicative platforms. So while understanding the importance of digital platform organizations have started to build their own platform for digital communication, which are their business model and road to new markets (Chaffey, Smith and Smith 2013).
Utility of the platforms by the chosen brand
The chosen brand here is kogan.com and they also uses the digital communication platform for their marketing strategy. Kogan always says that they listen to the social media feedbacks and thus tries to improve themselves keeping and this definitely helps them in monitoring the reputation of the brand and that of their competitions. Kogan’s advertisements are mainly found in facebook and twitter. Facebook and twitter are the highly used social media as far the statistics of the social engine survey and thus using these media lines are definitely helping their business.
The order of priority for Kogan to use the social digital communication platforms must be Facebook, Instagram, Snapchat, Linkedin, Twitter, Pinterest, Google plus. Thus must be the order of priority that Kogan must use as from the statistics of social media in Australia of 2017 it was seen that up to 1 million users uses the Facebook which is the highest number in users than any other media. Only 60,000 monthly users are actively using Google Plus so it must be the last in their list. However, approximately 65.8% of the total population of Australia is active user of Facebook, which is definitely a huge number (Chen, Hu and Wei 2017).
Not all social media platforms will work for all market segments
Market segmentations are basically done keeping in mind the age, gender, area of residence, the customers loyalty towards the brand and thus it is very must evident that all social medial platforms will not be same for all segmented customers. However, age seen from statistics that those who fall in the age group of 18-29 years are more prone to get attracted with the social media then the rest of the age groups. Men are more active to Linkedin and E-mails or Google + if the gender is to be considered. However, according to the geographic segmentations, people living in Australia are found to be more active users of Facebook and Snapchat followed by the rest of the communication platforms. Then the psychographic segmented customers prefer Facebook and Linkedin and Google +. Thus, all social media will never work for all the market segments. Maximum of the time customers are more than just their gender, age and location and so marketers need to understand their behaviors and likings in order to attract their attention in social media and influence their purchasing plans (May, Peetz and Strachan 2013).
To conclude this report, it can be said that Kogan.com has mainly been getting good reviews for its competitive pricing, good delivery and packaging and quick refunds and so it has been very popular among the Australian population. However, if the customer’s segmentations are to be considered then the chosen one are geographic, behavioral and demographic and based on them the digital commutation platforms are identified. Apart from all the other Facebook and Twitter are found to be used by the Kogan brand.613559
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